1. MARKETING PLAN
October 23, 2013
1. 1. Marketing Goals (not metrics or tactics)
2. Metrics (how goals are measured)
2.
Should not be more than 5 for the purposes of this plan.
Examples include: Unique site visits, New Facebook
Likes/Fans, New email subscribers, Increase in average
customer spend)
An example of a short-term and long-term goal: “My
short-term goal is to redesign the customer service
research process to include new questionnaires and
incentives, whilst the long-term goal is to receive 95%
positive feedback from customers.”
Short-term goal:
Getting to 1500 Facebook followers and increase
sales by 30% over the next 6 months
1) Get to 1500 likes on Facebook over next 6 months
2) Increase media mentions
3) Obtain sales from international sources
4) Increase sales to reduce shipping cost
Long-term goal:
Expand product offering to include bathing suits
and winter clothing
3. SWOT Analysis
Internal
Strengths
Weaknesses
Opportunities
Threats
External
Custom Artwork/Design
Shopify
Speed/Access to Inventory turnaround
Relying on third party vendors for supply
Turnaround time (2 weeks)
Owning a Direct to Garment Printer
Freelancers
Distribution Network
Fad Themes
4. Competitors
Can you please provide information about a few competitors in your industry? It can either be a website URL,
Facebook page or company name.
1. Main: Bad Kids Clothing www.badkidsclothing.com
2. Secondary: Team & Mind www.teaminmind.com ; www.intotheamclothing.com
5. Marketing objectives
a. Quantitative KPI: (Example of quantitative KPI: 10 new customer acquisitions per month during 2013.)
1500 Likes on Facebook over next 6 months, 30% increase in sales
b. Qualitative KPI: (Example of qualitative KPI: Ensure customer satisfaction by conducting 1 post-survey
after each hosted customer event during 2013.)
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2. 6. Targeting Strategy (check one)
7. Business Strategy (check one)
Do you differentiate your business from the
competition based on:
Targeting one, well-defined group of customers
Price
Features
* Targeting a segment with a product/service
Selling a single product/service to entire market
*
Customer Service
Niche Market
Quality
8. Target Personas (you should have 2-6) List the Demographics/Psychographics of your ideal reader
Target Persona 1
Target Persona 2
Demographics
Demographics
Age: 17
Location: East Coast
Gender: Male/Female
Income level:
Education level: High School
Marital or family status: Single
Occupation: Student
Ethnic background: White
Age: 25
Location: East Coast
Gender: Male/Female
Income level: $30,000 +
Education level: Undergraduate
Marital or family status: Single
Occupation: Students
Ethnic background: White
Psychographics (values/moral code)
Personality: Free thinkers
Attitudes: Deadheads/Rave
Values: Contrarian
Interests/hobbies: Nightlife
Lifestyles: Urban
Behavior: Risk Taker
Psychographics (values/moral code)
Personality: Young Professionals
Attitudes: Hard working
Values:
Interests/hobbies: Likes to have fun
Lifestyles: Urban
Behavior: Risk Taker
9. Marketing mix model
The marketing mix model, sometimes referred to as “The 4 Cs”, is a consumer-oriented approach to
your marketing strategy. It’s firmly focusing on the customer’s perspective rather than your business.
The model helps you to understand the needs and wants of your target audience(s), how to
communicate with them, and how to make it easy for them to interact with you.
Consumer: What does your consumer want?
Free beer, cheaper gas, immediate gratification, iconic not trendy clothing
Cost: how does the cost of your product/service compare with the rest of the industry?
Competitive, similar to the competition. We sell products in the range $22 - $28
Communication: what channels do you use right now to communicate with your existing customers
Facebook & Twitter
Convenience: How easily can a customer obtain your product or get your services? What steps must they go
through?
E-commerce, visit website & buy
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3. 10. Product Life Cycle (check one)
11. Rate Your Brand
Which phase is your business in?
On a scale of 1-5, where 1 is poor and 5 is superior
Introduction
* Growth
Maturity
Decline
2
5
4
4
4
Brand Awareness
Brand Recognition
Brand Reputation
Customer Loyalty
Customer Satisfaction
12. Unique selling proposition (USP)
Before you begin to sell your product or service to anyone, you have to sell it to yourself. This is
especially important when your product or service is similar to those around you. Very few
businesses are one-of-a-kind. Pinpointing your unique selling proposition (USP) requires some hard
soul-searching and creativity. Too often entrepreneurs fall in love with their product or service and
forget that it’s the customer's needs, not their own, that they must satisfy. Step back from your daily
operations and carefully scrutinize what your customers really want. Know what motivates your
customers' behavior and buying decisions. Effective marketing requires you to be an amateur
psychologist. Uncover the real reasons customers buy your product instead of a competitor's.
Remember that a USP is similar to a slogan as it creates continuity and repetition of your brand in the
mind of consumers. It’s most suitable to create a USP/slogan that is short and clear containing just 34 words.
Examples of unique selling propositions: Target uses “Expect more. Pay less” and M&M’s uses “Melts
in your mouth, not in your hand”.
Unique selling proposition:
EDM Apparel for the BPM generation
13. Vision Statement
A vision statement briefly outlines the future goal for your business. It should state clearly what the
overall goal for your business is. The vision statement is usually short and includes 1-2 sentences.
An example of a vision statement: “I intend to provide my customers with the best online shopping
experience from beginning to end, with a smart, searchable website, easy-to-follow instructions and
clear and secure payment methods.”
Vision statement:
Making t-shirts for concerts and beyond
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4. Festival Shirts
Neon clothing
Music Lifestyle
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